KINSBURG, CALIF. — Sun-Maid Growers of California, the world’s largest producer and processor of raisins and other dried fruits, has signed a brand licensing agreement with Flowers Foods, Inc., Thomasville, Ga. Under terms of the deal, Flowers will have the right to produce and distribute Sun-Maid Raisin bread to approximately 80% of the United States.
“Sun-Maid is intent on bringing raisins to top-of-mind to all of our customers — especially those who have traditionally looked for us in the bread aisle,” said Harry Overly, president and chief executive officer of Sun-Maid. “We’re fearless in reexamining our business relationships and have found a great strategic partner in Flowers Foods, who is as committed to growth as we are.”
Brad Alexander, president of Flowers Foods’ Fresh Packaged Bread business unit, said the company is looking forward to expanding the reach of the Sun-Maid brand in the bread aisle.
“Sun-Maid has been the trusted go-to snack option for U.S. families for more than a hundred years, and we’re excited about the opportunities ahead,” Mr. Alexander said.
In addition to the licensing agreement, Sun-Maid said it will launch a campaign in January to remind consumers of the experiences and memories they have had with the Sun-Maid brand over the years. Flowers will help support the campaign with tie-ins that promote the taste and quality of Sun-Maid Raisin bread, the company said.
Founded in 1912, Sun-Maid Growers of California has annual sales of approximately $360 million. The company’s products are approximately half “Sun-Maid” retail consumer products and half ingredient products for such items as cereals, bread and a variety of other food products.